Saturday, April 7, 2018

Technological innovation – as the main form of intangible capital –
is prompting profound shifts in the global manufacturing value chain for
photovoltaic (PV) solar panels, which are increasingly found worldwide.

Solar panels have moved from highly specialized products to low-cost
commodities, putting pressure on producers. Between 2008 and 2015 prices
fell by an estimated 80 percent. In particular, companies have reduced
production costs by investing in more powerful production equipment,
realizing efficiencies through complementary process innovations and
achieving large scale production.

Chinese manufacturers have progressively increased their market
share, putting many traditional PV manufacturers in the U.S., Europe and
elsewhere, as well as some firms within China, under competitive
pressure, resulting in bankruptcies and acquisitions.

The WIPR 2017 shows that overall patent filings in the photovoltaic
sector have declined since 2011. In the U.S., Europe and Japan – the
traditional sources of innovation in the sector – the decline has been
sharp, due to the exit of many firms. However, the surviving firms in
these areas have stepped up their investments in research and
development (R&D) to develop new PV technologies.

In China, patenting has continued to grow in the sector, including
from new firms that have entered the sector. Yet, the proportion of
Chinese solar panel patent applications filed in other countries remains
below 2 percent.

Many companies are seeking growth in local service markets – such as
the installation of solar panels in private homes. In such consumer
markets, company and product branding are key intangible assets that
help attract consumers and project finance.

Technology plays a key role in the transformation of a coffee bean
into a cup of brew. The WIPR 2017 maps patent data in the sector,
finding that innovation across the supply chain increases in activities
closer to consumers. This includes the processing of beans and the final
distribution of coffee products, such as the coffee capsules found in
many homes and offices.

Brand reputation and image allow firms to differentiate their
offering from those of their rivals and play an important role in all
coffee market segments, including soluble and roasted coffee sold in
grocery stores, as well as espresso-based coffee products sold in retail
coffeehouses.

Shifting consumer preferences have progressively transformed the
global coffee value chain, moving from consumption in the home, then in
coffeehouses and now to a new generation of discerning consumers who are
interested in their coffee product’s back story, willing to pay premium
prices.
Prices commanded in this so-called “third wave” market segment can
exceed those in “first wave” consumption by more than four times, with
coffee farmers’ incomes tripling. While still small in size, this
fast-growing market segment offers new opportunities for greater
participation in the global value chain by developing economies. In
particular, information on the origin and variety of the coffee beans,
how they were farmed and processed, and farmers’ compensation become
integral to selling coffee.

Responding to the shifting consumer preferences, coffee growers and
even countries are investing in efforts to move beyond generic coffee,
adopting their own branding strategies.

Apple and Samsung dominate the market for high-end phones that cost
more than USD 400, with market shares of 57 percent and 25 percent,
respectively. In this segment, crucial intangible assets include
technology, the design of hardware and software, and branding. The WIPR
2017 finds that for every iPhone 7 that Apple sells for approximately
USD 810, about 42 percent of the sales price is captured by Apple – a
proxy for the high returns from intangible capital in the industry.
Huawei and Samsung also capture significant value in their top-end
smartphone models, despite their lower consumer prices and sales volume.

The WIPR 2017 also finds that component makers - like Corning Inc.,
the producer of iPhone Gorilla Glass – and technology providers
including Nokia Corp. and Qualcomm Inc., use intangible assets to
capture substantial value.

Smartphone firms and technology providers rely heavily on patents,
trademarks and industrial designs, generating a high return on their
intangible capital. Indeed, in the domain of patents, up to 35 percent
of all first filings worldwide may relate to smartphones. The report
finds that the 4th-generation (4G) cellular standard used today is
associated with close to four times more patents than the 2nd-generation
standard.

Another particularly fast growing area of filing activity concerns
graphical user interfaces (GUIs), such as icons for mobile apps. For
example, Apple filed 222 designs on GUIs at the European Union
Intellectual Property Office between 2009 and 2014, while Samsung filed
379.

According to World Intellectual Property Report 2017, 30% value of manufactured products sold around the world comes from intellectual capital, such as branding, design and technology.

An amount of USD 5.9 trillion in 2014, shows that intangible capital contributes twice as much as buildings, machinery and other forms of tangible capital to the total value of manufactured goods.

"Intangible capital will increasingly determine the fate and fortune of firms in today’s global value chains. It is behind the look, feel, functionality and general appeal of the products we buy and it determines success in the marketplace," said WIPO Director General Francis Gurry. "Intellectual property, in turn, is the means by which companies secure the competitive advantage flowing from their intangible capital."

Three product groups - food products, motor vehicles and textiles, account for close to 50% of total income generated by intangible capital in the manufacturing global value chains.

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About Me

or Tan Boon Leng, is a practicing patent, trademark & copyright agent in Malaysia. He is also a recognized IP valuer. He graduated with a masters degree in physics research. Dennis is also trained in copyright from Harvard Law School, and IP Law & Policy from the University of Pennsylvania. He was the Secretary for Licensing Executives Society Malaysia and the Honorary Secretary of Malaysia Intellectual Property Association for 2012-2014.